The pop-up shop is part of a month-long event that unites pet lovers, provides easy ways for visitors to help pets in need and engages customers with the Halo brand and mission to give back to the community.

People are being encouraged to “pop in and do good,” for pets by supporting the Halo Pet Foundation in a variety of ways including charitable donations, pet adoption, raffles and more. Since the Halo Pet Foundation has no overhead costs, because they are covered by Halo, Purely for Pets, every dollar raised through the pop-up — and overall — goes directly to help pets.

Halo’s commitment to philanthropy is one of the many reason’s retailers I spoke to last night told me they stock the company’s products.

“I want to work with someone who wants to help save the animals,” Paul S. Leonard, owner of Animal Appetites Ltd. in Wantagh, N.Y., explained. “It puts in your mind the company is behind us. To see a company that wants to help the animals is an important thing.”

Paul told me Halo is “possibly one of the best foods for allergies out there,” adding that he sells “a lot” of their canned cat food.

Various members of our staff spent the past two days at the new pop-up shop, getting an up-close look at how the pop-up works and the company’s dedication to pets, as well as their retailers. Last night’s event kicked off a full month of public events, which includes pet adoptions, a pet fashion show and a book signing by Dr. Marty Becker.

Those types of events, which help build brand awareness and introduce consumers, to their products is one of the reasons Stefanos Tsartsalis likes working with Halo.

“This event they are doing is going to raise the awareness of the brand, and the direction the market is going,” Stefanos, the general manager of Pet Central in Manhattan, explained. “It helps educate the consumer on what they should, and shouldn’t feed their pets, and in a location where thousands and thousands of people pass by in a day. It educates people about the brand so people will come in [to a retail store] and ask about it.”